WEIB FM RADIO 106.3 POWER PLAYERS
The incredible journey that led to the creation of WEIB 106.3 FM radio station begins in 1969 when Carol Moore Cutting graduated from Tuskegee University in Alabama and moved to Springfield, MA with husband veterinarian Dr. Bruce Cutting who was born in Boston, MA and raised in New Haven, CT.
Unlike the abundance of media outlets that catered the urban communities in the South at that time, Springfield did not have any regular programming directed to the vibrant inner city. Being new to the area, Carol saw a need to develop a media outlet to service the niche market of the black community.
Through her initial research, Carol found that bring a new radio station on is to either purchase or existing station or to build a new station on a new frequency. A new frequency, for the Springfield area, became available in 1984 and the Cuttings were raising to young children Alysia and Darryl. Now, the reality of the sacrifices, financial investment and tenacious persistence of the Cutting’s commitment came into focus.
The legal process would be lengthy and expensive. Two other entities also initially competed for the frequency license from the Federal Communications Commission (FCC) in Washington, DC. Eventually, only one competitor remained, who was an existing radio station owner with legal representation, which Carol didn’t have. The Cuttings had travel back and forth to Washington, DC to face several court appeals for the license
Carol explained the pressure by saying, “It got to be pretty stressful because with a young family, you realize you were making sacrifices and sacrifices that possibly would not come to fruition.”
While struggling with the decision to continuing the pursuit of the license, Carol took the initiative to reach out to Gayle King a black news anchor at WFSB Channel news in Hartford, CT for advice. Gayle encouraged Carol to carry on. As fate would have it, help would eventually come her way. A family friend assisted with all of the legal application filing processes as Carol’s competitor tried to financially litigate her out of the process.
As the competitor also persisted, there were a total of three levels of appeals, at the FCC, that Carol was successful in winning each time. Although the grueling travelling back and forth to DC for Carol to sit through depositions and hearings at the FCC, Bruce took the children around the city that was educational enriching.
By now, Alysia and Darryl both graduated from Tuskegee University. Even though pursuing their own careers, both were instrumental in getting WEIB established and on the air. “This radio station is truly my testimony because there’s no way we could have gotten to where we are had it not have been for persistent and prayer and perseverance, said Carol.” But the struggle still continues.
Carol explained how being an independently owned commercial station brings its challenges. WEIB competes with multi-market corporations that dominate the air waves. WEIB’s competitive edge comes from their programming format that consists of smooth jazz and urban, adult contemporary music that attracts a diverse audience.
Additionally, WEIB was on board with online streaming early in the game which has helped them develop an international, loyal listenership.
Also, Alyssa articulated how being visible through partnering or sponsoring many regional jazz concerts and various festivals has helped to establish their brand throughout the market.
Carol’s advice to aspiring entrepreneurs is, “You’ve got to do your homework. You’ve got to research. Find a niche for yourself in that particular market you’re looking to have your business. Look at other businesses that have done similar things”.
Alysia added that you need to be active in your community and be willing to make personal investments as well as invest in relationship building.
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COVER STORY WEIB 106.3 FM RADIO